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description

When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version.

This case provides students with an opportunity to become familiar with some major strategic issues that firms face when formulating and implementing a sales promotion, including: cannibalization, brand equity erosion, forward-buying, pass-through, and consumer stockpiling. It also provides them an opportunity to utilize retail scanner purchase data in order to evaluate the historical performance of sales promotions. Based on calculating top-line revenue, marketing margin, and return on marketing investment (ROMI) for prior promotions, students can recommend the most financially and strategically defensible initiative from a choice of several competing sales promotions. The setting is the frozen foods category in the consumer packaged goods industry.

learning objective:

• To provide students with a greater appreciation of how such strategic issues as cannibalization, brand equity erosion, forward-buying, pass-through, and consumer stockpiling can factor into decision-making pertaining to sales promotion activity. • To provide students with an understanding of the multi-disciplinary nature of brand management. • To provide students with some insight into how annual brand plans and sales promotions are developed and implemented. • To provide students with exposure to financial analytics, including return on marketing investment (ROMI), commonly utilized by brand managers at consumer packaged goods firms.